Digital Marketing Analytics: Put your data to work

@Kognitio @BizVizWiz

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Slides on SlideShare: http://www.slideshare.net/Kognitio/kognitio-avs-digital-marketing-analytics-webinar

Digital Marketing Analytics: Put your data to work

www.kognitio.com

www.avs.com

@Kognitio @BizVizWiz

Join the discussion: #DigiMkt

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Slides on SlideShare: http://www.slideshare.net/Kognitio

Nigel Sanctuary

nigel.sactuary@kognitio.com

@Kognitio

Steve Sukman

steve@avs.com

@BizVizWiz

An introduction to in‐memory analytics and data visualization technology for the marketing industry 

Slides on SlideShare: http://www.slideshare.net/Kognitio

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Digital Marketing Analytics

Addressing the challenges of digital marketing and its context

Addressing the challenges presented by packaged solutions

Addressing the Challenges presented by collecting and using digital marketing data

Visualising the insight and impact of digital marketing

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Managing the customers digital presenceCampaign dataWebsite traffic data Call center data Revenue data

Data warehouse

Data assembly Analytics Data visualization

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Analysis Server

Case Study: (Not Nike, but just as big)

MPP Analytical

Data Platform

MPP Analytical

Data Platform

Collection Server

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Expanding the scope

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Expanding the breadth

Operational Actions

Sales Transactions

Web Activity

Competitor advertising

Season

Market Conditions

Fuel Prices

Unemployment rates

Other economic factors

Consumer Confidence

Attribution

OptimisationAllocation

1 2 3

Business Outcomes

Consumer Response

SearchOnline ChatterStore VisitsPurchasing

Unit SalesRevenueMarginsService StandardsCustomer Lifetime Value

Marketing Actions

Native content

Social Media

Paid search

Online display

Mobile Apps

Earned Media

Pricing

Promotions

Customer service

Broadcast

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The reality of the digital footprint…

Complaints

CRM

Shipping

IVRWeb Server

CRMACD

A Single Customer

Leaves a big footprint

Campaign Server

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A shift in scope for Digital Marketing AnalyticsNeed a Solution: Marketing/Brand/Merchandising Executive Need a Platform: Data Analysts/Marketing Analyst

SOCIAL MEDIALikes

Sentiment

ADVERTISINGOn-line

PrintOutdoor

…

WEB TRAFFICPage Clicks

Audience overview

Segmentationreports

CONVERSIONSOffersLoyalty

Subscription

IN-STOREDisplay

Cross-sellUp-sell

SALESeCommerce

PoS…

• LOB Solutions analytical teams• Marketing Analyst Boutiques• Advertising/Media Buying Agency

WEB Journey

Integrated journeys

Digital Marketing Analytics

Typical user community

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This means….

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Digital Marketing needs Granularity

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Basic vs. sophisticated insight and opportunity

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…data volume challenges

Website Activity

Campaign Data

Contact Centre Activity

Point of Sale Activity

Dat

a Vo

lum

e

Time

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…Integration Challenges

Operational Actions

Sales Transactions

Web Activity

Season

Market Conditions

Fuel Prices

Unemployment rates

Other economic factors

Consumer Confidence

Marketing Actions

Print Ads

Direct Mail

RadioNative content

Social Media

Paid searchOnline display

Mobile Apps

Earned Media

Pricing

Promotions

Customer service

Television Ads

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Managing the customers digital presenceCampaign dataWebsite traffic data Call center data Revenue data

Data warehouse

Data assembly Analytics Data visualization

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The enabler is In Memory MPP

Data

Queries

CPUs

CPUs

CPUs

CPUs

Every core working on every query

Data equally distributed across the servers

In memory Massively Parallel Processing

Server 1

Server 2

Server 3

Server 4

Designed specifically for complex analytics

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A solution for managing the customers digital presence in your business

Campaign dataWebsite traffic data Call center data Revenue data

Data warehouse

Data assembly Analytics Data visualization

Visualization doesn’t always 

produce insight.

22

Dashboards can be dangerous

AVS positioning: Any data, any solution, any platform

BI

WAREHOUSE

SOCIAL WEB METRICS

ERP CRM

CAMPAIGN

DOW/STOCK

SUPPLY CHAIN FINANCE

POS

INVENTORY

PACKAGED SOLUTIONS

ANALYTIC APPS

MOBILE APPS

TOUCH APPS

AVS CONFIDENTIAL

Start here

Finish here

Produce answers—not questions

Break the rules and think outside the chart

AVS 1999

What appears on the surface

AVS 1999

Can easilyhide insight that liesbeneath

DATA

KOGNITIO

ANSWERS

AVS

If this is what your business looks like, this is how you should visualize it.

AVS 2004

Think outside the chart

Answers by AVS live here:

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What did we see?

• Capability is not available from a simple package

• Visualizing “Big Data” goes beyond the chart 

• The Cloud minimizes time to value

• Predict: Look forward, not just back

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Put your data to work • Start with the data you already own

• Getting started is easy & more affordable than you think:

Dive into the data you have

Discovery Workshop

Proof of Concept: pilot project

Turn‐key approach: 60 days to success

Digital Marketing Analytics: Put your data to work

www.kognitio.com

www.avs.com

@Kognitio @BizVizWiz

Join the discussion: #DigiMkt

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